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“While many Americans have large celebrations for Cinco de Mayo, bicultural Mexican-Americans know that the authentic Mexican Independence Day is September 16,” said Jonathan Simpson, commercial marketing portfolio director for Heineken USA. “Tecate Light is targeting traditional Mexican celebrations, including Mexican Independence Day, to connect with Hispanic and Mexican-American shoppers and redefine the light category."

The Mexican Independence Day “Born Bold” promotion, running Sept. 1 through Oct. 1, will include a Facebook sweepstakes, offering consumers a chance to win a trip to Playa Del Carmen, Mexico, as well as partnerships with digital platforms Ibotta and Crisp.

The effort will be supported at retail by bilingual messaging at the point-of-sale, bilingual displays, cross-merchandising promotions, national TV spots, and digital and social media.

Cross-merchandising promotions with El Jimador Tequila and salty snacks will encourage retailers to create occasion-centric, dual product displays resulting in higher basket rings and repeat purchases, according to the company.

Tecate is a brand of Heineken USA, a subsidiary of Heineken International BV.